Brand Tips from the Big Brand Pros
Listen to our featured Ask Those Branding Guys radio show podcast: Real-Life Big Brand Marketing Experts
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking branding with two real life “big brands” marketing experts.
On our radio show Ask Those Branding Guys, we spoke with Jim Patterson and Chuck Lieppe former advertising executives with the Leo Burnett Agency and Procter & Gamble, respectively. Both of these original “mad men” had long and successful careers managing domestic and international accounts and brands. They share a few pearls of wisdom with us today.
During his tenure at P&G, Lieppe managed brands that included household names like Tide, Pampers and Crest, just to name a few. Patterson was involved with other familiar brands such as McDonalds, Coke and P&G.
Patterson’s Leo Burnett was also instrumental in the development of many of the enduring characters that represented brands. The Maytag Repairman, Morris the Cat, Charlie Tuna and the Jolly Green Giant all had personalities of their own and became part of the consumers lives. He went on to say that this type of character is being seen less often due to the shorter time advertisers have to connect with customers.
Lieppe shared that at P&G there was a very specific process for product launch. The main focus of which was understanding the need of the customer as well as the market, and striving to provide a product to fill that need.
Patterson’s tip; focus initial efforts on research. Lieppe added that you need to ensure you tell your customer how good your product makes them, rather than how good your product is.
Enjoy the podcast.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers.Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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Filed in: 7Ps of Marketing • Day of the Week • Process • Strategic Tuesday
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